Tech Stack Selection & Architecture
The wrong stack is a slow tax on your business. We help you build a coherent architecture before you commit to tools you'll spend years working around.
Marketing Automation
Marketing automation can be two things: scheduled spam or the best salesperson you never had to hire.
The infrastructure behind consistent, scalable customer communication, it can run in the background while your team focuses on strategy. Doing what? Nurturing leads through the funnel, re-engaging dormant customers, triggering post-purchase sequences, and routing prospects to sales at exactly the right moment.
We work across platforms — Mailchimp, Brevo, DotDigital, Klaviyo, HubSpot — and design automation architectures that are logical, maintainable, and actually connected to your CRM and ecommerce data. Not just a welcome email and an abandoned cart reminder. A full lifecycle communication system built around how your customers actually behave.
This is for you if:
- Your marketing team is doing manually what should be running automatically.
- You have automation set up but it’s a tangle of disconnected flows nobody fully understands.
- You’re investing in traffic and leads but don’t have a systematic way to nurture them to conversion.
What you’ll get from this:
- A full audit of your current automation landscape — what exists, what’s working, what’s broken.
- A lifecycle communication map covering every stage from acquisition to retention.
- Automation flows designed, built, and tested across your platform of choice.
- Integration with your CRM, CDP, and ecommerce data so every trigger is informed by real behavior.
Frequently Asked Questions
Most setups grow as a “tangle of disconnected flows nobody fully understands”. We start by auditing what exists and what fires, then redesign the architecture around lifecycle stages instead of one-off campaigns. The platform stays the same; what changes is whether the system actually nurtures the customer or just sends scheduled email. See our take on the discipline at The Long and Short of B2B Email Marketing.
Depends on the shape of your data, not the marketing pitch. Klaviyo is strong on ecommerce behavioral data, Mailchimp on simplicity and audience size, Brevo on EU pricing and SMS, HubSpot on CRM-tight B2B. We help you choose during Tech Stack Selection if the choice is open, and work with what you have if it isn’t.
Both. Lifecycle triggers and segmentation are rules-based (trustworthy, debuggable). Personalization layers (subject lines, product recommendations, send-time optimization) increasingly use AI. We pick the AI integrations that have measurable lift, not the ones that look good in a slide. See AI Product Recommendations with GetResponse for one example.
A typical implementation lands the full lifecycle, from acquisition through retention, in about 3 months. The sequence: audit and architecture design take 3 – 4 weeks, then building and testing the first wave of flows takes another 4 – 8 weeks depending on platform and data quality. We’d rather ship 6 well-tested flows than 20 broken ones.
Yes, we can cover design and copywriting, or hand structured briefs to your team if the brand voice is already solid. When you need us to write, we extend into Creative Copywriting and design under the same engagement, so nothing gets lost between agencies. Either way, the automation architecture underneath stays exactly the same.
We measure revenue per recipient, lifecycle progression rates, and contribution to overall ecommerce revenue, not open rates. Progression means movement through the stages that matter: acquisition to first purchase, first purchase to repeat, repeat to retention, each one a rate we track. Open rates have been a noisy metric since Apple’s privacy update in 2021, so we don’t lead with them.
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